Factors Influencing Consumers' Acceptance of Mobile Marketing Services

The research of mobile marketing services is still at the early stage and the reason to explain the acceptance as well as the understanding of the actual usage level of mobile marketing services still remains unclear. To investigate this issue, this study has examined the acceptance of mobile marketing services by measuring the consumer's intention and actual usage of mobile marketing services. Grounded by the Decomposed Theory of Planned Behaviour (DTPB), this study proposes a framework by decomposing attitude, subjective norm, perceived behavioural control and perceived risk. A total of 334 full-time university students from four public universities in the Northern Region, Malaysia have participated in this study. Data for all the study variables have been collected through self-administered survey questionnaires. Structural Equation Modeling (SEM) is the main statistical technique used in this study. The study has shown that the level of the actual usage is at the lower level. The study also reveals that all the main beliefs (attitude, subjective norm, perceived behavioural control and perceived risk) are found to have significant effect on consumer‟s intention to use mobile marketing services. With regard to antecedents‟ effect on the main beliefs, there are only four factors which are found insignificant namely perceived ease of use, personal innovativeness, media and technology facilitating condition. Whereas, another ten antecedent factors significantly influence the main beliefs. Overall, the results indicate that the model provides a good understanding of the factors that influence intention to use and the actual usage of mobile marketing services. As predicted, decomposition of the main beliefs provides more specific factors that influence the behaviour. Based on the findings, the theoretical and practical implications of the study as well as limitations and suggestions for future studies are also discussed.